Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: SUNDAY, November 28, 1993                   TAG: 9311240287
SECTION: BUSINESS                    PAGE: F-1   EDITION: METRO 
SOURCE: BY KEVIN OSBOURN KNIGHT-RIDDER NEWSPAPERS
DATELINE: LEXINGTON, KY.                                LENGTH: Medium

HOW TO PICK TOYS WISELY DURING THE HOLIDAYS

After all, purchasing toys can get expensive. She bought a doll called Samantha from The American Girls Collection for about $90. And she plans to buy another.

"This is something that will last and keep, and she could pass on to her children," Waller said.

But to invest wisely in toys during the holidays, do some homework first, compare prices, start early and don't overspend, experts said. They suggested this as the shoppers' mantra: The best toys might not be heavily advertised.

"A lot of products have a good concept, but you need durability, a product appropriate for their age and something that grabs their attention," said Tom Kerr, editor of Early Childhood News, which ranks the top new toys each year.

Most toy companies have been through a rough year because of sluggish retail sales and competition from video games, said Paul Valentine, toy analyst for Standard & Poor's Corp.

But Valentine said new products should boost toy sales 5 percent over last Christmas. Dinosaurs will be far from extinct.

The hottest of the new toys, Valentine said, will be the Mighty Morphin Power Rangers from Bandai America. The action figures are based on a TV show in which teen-agers are empowered with the spirits of dinosaurs. The toys cost about $10 each.

Because of the toys' popularity, retailers said, the Mighty Morphins might be difficult to find.

There are also talking Barneys, such as the $35 version for ages 3 and older from Playskool. Squeeze or hug the 18-inch-tall doll, and he'll speak.

One of the dolls Valentine expects to sell briskly is the Baby Walk 'N Roll from Mattel for ages 3 and up. It costs $45 and moves with a radio control operated by the child.

Parents said dolls from The American Girls Collection - featuring Felicity, Kirsten, Addy, Samantha and Molly - are also on their shopping lists despite the hefty price tags. For example, a Molly McIntire doll, complete with books about her adventures during World War II, ranges from $82 to $144, depending how many books are ordered. A whole set - including doll, clothes, books and furniture - can run from $900 to $1,000.

The dolls come from various time periods in U.S. history, ranging from Colonial-era Williamsburg to the home front during World War II.

Advertising can be a powerful allure.

But a coming special from Consumer Reports found it pays to ignore the hype and do some homework before making a purchase for the children.

Called "Zillions TV: A Kid's Guide to Toys and Games," the show discovered, for example, that audio boom boxes performed just as well as the expensive compact disc versions.

"Don't judge a toy or game by its looks," host Wali Collins said.

Try a toy or game at a friend's house before buying, Collins said.

A good toy can teach children something while they are having fun.

One excellent way to discover toys that do that is to read trade journals or books that rate products based on tests with children and child-development experts. Two prominent publications are Early Childhood News and The Best Toys, Books & Videos for Kids.

Here are a few toys that ranked among the 100 best new product picks this year in Early Childhood magazine:

Reading Adventures in Oz ($59.95, from Davidson & Associates). A software program for ages 3 to 9 that teaches reading skills.

The Roly Poly Penguin ($13.50, from Today's Kids Inc.). A penguin that won't fall over and can be dismantled into five large puzzle pieces. For children from infants to 3 year olds.

"From a tactile standpoint, they are entranced by it," Kerr said. "They want it put back together."

My Friends ($85, from My Friends Inc.). A 2-foot-tall doll that helps children tell stories with audio tapes. Doll has velcro face to change emotions. For children 6 months to 6 years old.

Experts said not to overlook toys from years past such as GeoSafari, a computerlike game from Educational Insights. It uses coded cards and flashing lights to teach everything from geography to history. The basic system costs about $100, and packages of subject cards are $15 each.

Old standby toys such as Lincoln Logs, Tinker Toys and Lego building blocks also are excellent, Kerr said.

"They are classics," he said. "It's because they are simple, but they work."